Alexa Chung gives a damn for best friend's fledgling label

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Alexa Chung may be about to invade the high street thanks to a new collaboration with Marks & Spencer, but the model-slash-presenter isn’t too much of a big thing to lend her cool credentials to an underground label, especially one founded by one of her closest friends.

Followers of Chung on Instagram will no doubt be familiar with her partner in crime, Tennessee Thomas, a woman who has almost as many strings to her professional and creative bow as her famous friend. She describes herself as a DJ and a drummer - her father is revered drummer Pete Thomas, a Sheffield-born musician who has provided beats for Elvis Costello, The Attractions and Arctic Monkeys. But the 31-year-old is also the founder of a shop/clothing line/community clubhouse called The Deep End Club products, which is located in Manhattan’s hip East Village. The Deep End Club acts as a hub to unite eco-conscious artists and activists and sells creations, book and music by local creatives.

Alexa Chung modelling for The Deep End Club clothing lineCredit:
The Deep End Club

Now, Thomas has decided to create her own line of ‘Deep End’ clothing, which launches this week. And who better to model her debut than Alexa? The slender Brit showcases The Deep End Club’s ‘Give a Damn’ slogan t-shirts ($45) in a Seventies-themed shoot: pinstripe trousers, metallic platform boots and wood-panelled fixtures all feature.

Alexa Chung modelling for The Deep End Club clothing lineCredit:
The Deep End Club

The 32-year-old looks at ease in Thomas’ collared minidresses that look as though they were designed with her in mind: one comes in silver ($325) and the other in black silk velvet topped with a white Peter Pan collar ($280).

The shoot was captured in locations around New York City – the adopted home of both of the friends – including an empty theatre and a subway station.

Chung has previously spoken about her desire to start her own label, but has so far collaborated with US retailer Madewell and most recently on a capsule denim collection with AG Jeans. Her project with Marks & Spencer, which will feature 31 pieces from the company’s archive brought back to life with a modern spin, launches this April.

Alexa Chung modelling for The Deep End Club clothing lineCredit:
The Deep End Club